Roofing keywords attract massive DIY traffic. 'Roof shingles', 'roofing materials', and 'how to fix roof leak' are all homeowners looking to do it themselves or buy supplies at Home Depot. At $10.70 per click, these non-commercial searches add up fast. Without aggressive negative keywords, you're paying to educate people who will never hire you.
A huge percentage of roofing jobs come through insurance claims after storm damage. But most roofing ads don't mention insurance claims, free inspections, or storm damage expertise. You're competing on generic 'roofing contractor' when you could attract high-intent 'roof insurance claim help' searches at lower CPCs with higher close rates.
Roofing demand spikes 400-500% after major storms—hail, wind, tornados. Companies that don't adjust bids and budgets immediately after weather events miss the surge window. By the time you notice increased traffic, competitors have already captured the leads at normal CPCs before prices spike.
Broad match keywords trigger your roofing company ads for searches like "roofing company jobs" and "roofing company salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Roofing Companies who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But roofing company searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different roofing company customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
DIYers and people buying supplies at Home Depot. Zero interest in hiring contractors.
DIY searchers looking for YouTube tutorials, not professional help.
Material shoppers buying supplies to install themselves.
Job seekers looking for employment, not homeowners needing roofs.
'Cheap' signals extreme price sensitivity. Low close rates, low-value jobs, high complaint risk.
Two powerful tools for roofing companies to improve your Google Ads performance